The number of user visiting retailers’ site from desktop devices has decreased by almost 20%. Those retailers who managed to provide the best user experience for mobile shoppers, have seen the biggest increase of their mobile user base during the year. John Lewis, for example, has seen 114% increase of the mobile customer base, while noticed 20% drop in desktop/laptop online shoppers.

Although most retailers still have a larger desktop and laptop online visitors, it won’t take long for the mobile to become the priority channel for online shopping. Another is that online customer base for many UK retailers is bigger than of those in brick-and-mortar traditional retail. Groupon, Gutree and Amazon (each) have more online shopper base than Tesco, ASDA, John Lewis or Sainsbury’s have (each) in traditional retail stores.

The data on mobile shopping was tracked between June 2013 – June 2014 for the Andoid platform only using Nielsen’s Android Panel analysis among over 2,900 UK Android users.